The Customer Education Playbook

1How Customer Education Transforms Prospects to Champions

Your customers are the center of your universe. The survival of your business hinges on their choices – whether they buy or churn, renew their subscription, tell their friends about you, or become a drain on your support teams.

As the center of your universe, your customers deserve your research, your dedication, your focus, and a deep level of understanding into their behavior at every stage of their journey.

The Evolution of Customer Education

The emphasis on “Customer is King” is far from a new idea, but over the past decade, there has been a slow shift toward understanding how important it is not only to know the customer but also to educate them. This evolution has been accelerated with drivers from three directions.

1. The increasing complexity of today's products. Today, customers need more hand-holding than ever to get to the point of value with your product. If you don't educate them on how they can reach that value quickly, they may assume that your product isn't a good fit or that it's too complex for their needs.
2. More competition than ever before. According to US Census data, new business formation has been growing steadily since 2010, and between 2019 and 2020, the number of new businesses registered leapt by 24 percent.¹ A well-executed customer education strategy can make all the difference in helping your business stand out from the competition.
3. Growing customer expectations. Education and training have ...